Some New Challenges for Associations and the Hospitality Industry

Association executive Mark Levin gives some tips on how to overcome last-minute problems and dilemmas in crisis management for association events.

Any association executive or meeting planner that has been around for more than a few years has addressed the issue of crisis management in one form or another. It might have been in the form of a medical crisis – someone was injured, or even died, at an association event. Perhaps the organisation’s President or Chief Staff Officer suddenly resigned or passed away. Maybe the hotel where your annual meeting was to be held had a fire or was heavily damaged in a hurricane or other natural disaster.

All of these are among common crises with which association executives and meeting planners have to contend. Their experience and training prepare them to deal with most of them in appropriate ways.

But things are changing constantly, and in the meeting environment of 2025 there are some critical issues that must be considered as you plan and carry out your organisation’s events, meetings, and other activities.

1. There is a desire for higher levels of physical security.
   People are concerned about things such as violence, terrorism, and large groups such as protestors in or near their event venue. These concerns are even higher if there are large number of spouses or children/families at your events.
   ► What we can do: Look over your meeting agendas and speaker materials. If any topics or discussions are going to be on issues that might spark heated discussions, make sure someone is assigned to monitor the session. Ask your venue to tell you what their policy and preparedness is to deal with physical safety situations. Start your event with a brief safety presentation and any related reminders (exits, evacuation routes from meeting rooms, etc.) Know how to contact local law enforcement or other security services if needed. Get a list of other meetings in the hotel/facility, and determine if any of those events may be a target for protestors, etc. Ask the hotel what they are doing to control crowds and ensure the safety of your members if there is a problem that spills over from another event on their property.

2. The Covid pandemic/crisis has changed people’s concerns when travelling and attending events and meetings. It is going to be a long time before the decision to physically participate in meetings is based strictly on programme content or location.
   ► What we can do: Have a clear policy/statement on what your organisation does to make your events safe. Work with your facility to identify local health laws and assure them you are in compliance. Be sure to have something on your registration form that clearly allows attendees to identify not just food allergies but also other health issues that they may need assistance with at your event. Have your ‘event health policy’ on your website and link to it your registration forms and registration confirmations.
    
3. Economic uncertainty is worldwide, not just in the U.S. or Europe. There are concerns about possible tariff wars. This could create situations where currency values fluctuate wildly during your event (I would classify that as an onsite crisis!). The cost of meetings is getting so high that attendance is affected on a regular basis. Supply chain delays can affect the delivery of meeting materials and exhibitor displays and equipment.
   ► What we can do: Try to work with your vendors to agree on a guaranteed currency exchange rate, or at least a cap on it. Backdate your ordering times for everything even further than you normally would, especially those last-minute shipments of meeting materials, awards, registration packets, etc. Try to be flexible with your attendees (especially your members) on cancellation policies. Try to offer more tiered registration options, with various packages at different rates.
    
4. There is growing concern about cybersecurity at both the individual and professional levels. Everyone wants a secure connection for their devices at your events. Many people want/need to be ‘connected’ constantly, safely and in an uninterrupted manner. They bring with them an expectation of service and security.
   ► What we can do: Be sure you include privacy and cybersecurity clauses in your meeting facilities contracts that identify what the facility’s backup plan is for power outages and internet failures or cyber-attacks – this is especially critical if you are having a hybrid event, with attendees participating virtually. Have someone who is knowledgeable from a technical standpoint available to answer questions regarding internet and wire services, connection options, and other security-related questions. Have your cybersecurity measures in your meeting promotion materials.
    
5. Environmental issues are everywhere and getting more important. People, especially younger people, want to know what our organisations are doing to deal with climate change and other environmental concerns such as air quality, water pollution, etc. Since this combination of concerns is often referred to as an ‘environmental crisis,’ there are expectations that even organisations not related directly to these concerns will be doing their part to help make the situation better.
   ► What we can do: If you have not already done so, adopt a policy on being an environmentally friendly organisation. Take advantage of every opportunity to tell your members and your stakeholders what actions you are taking to be a better community/world citizen. Highlight conservation actions that the organisation’s staff is participating in, such as car-pooling, taking public transportation, using recyclable materials, being energy conscious, etc. Throughout your meetings and events, point out your reduction in usage of paper and other efforts you are making to lower your organisation’s carbon footprint.
    

Crisis management is a skill, one that we can learn, and one that also requires us to use common sense and anticipation. Our members and customers come to our events ready to learn, meet new people, support their industry or profession, and enhance their careers or their businesses. Our job is to identify likely crisis points and deal with them in ways that are so effective that our attendees do not even realise there was a ‘crisis.’

Mark Levin, CAE, CSP has more than 20 years of experience as an association executive and is also an internationally-known speaker and consultant to the nonprofi t and association community. He currently serves as Executive Vice President of the Chain Link Fence Manufacturers Institute, an international trade association, and as President of B.A.I., Inc., his speaking and consulting firm.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.